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Do you ever feel like your emails are just floating around unread in someone’s inbox?
You’re not alone. With inboxes overflowing, it can be hard to get noticed. But one small thing can make a big difference to your open rates and that’s your subject line.
Think of your subject line as the headline. If it doesn’t grab attention, the rest of your email might never get seen.
So here are five (actually, eight) practical tips to help you write subject lines that make people want to open your emails, plus some examples to show how they work.
If you haven’t already read why email marketing is still relevant in 2025 or how to use email marketing to benefit your business, those are worth a look too. They’ll give you the full picture on what makes email work.
Tip 1: Keep it short
The ideal subject line is under 50 characters. Why? Because most inboxes cut things off after a certain point, especially on mobile. And no one wants to read an essay just to figure out what your email’s about.
Short and direct is better. If it helps, write your subject line, then see if you can trim it back to the essentials.
Example:
Instead of: “Here’s what you missed from our latest event, plus a few things coming up next month”
Try: “Catch up on what you missed”
Tip 2: Focus on the benefit
If someone opens your email, what’s in it for them?
That’s what your subject line should hint at. Make it clear that there’s value inside, whether that’s advice, an offer, a solution, or something new.
Think about what your ideal client would want or need… then write to that.
Example:
“Three ways to save time this week”
“Boost your bookings with this quick fix”
Tip 3: Use action words
Words like “get”, “discover”, “join”, “save”, or “try” create momentum. They suggest that something is happening and that the reader should get involved.
And if there’s urgency, a time-limited offer, a deadline, or an event, say that too. People are more likely to open when they know they’ll miss out if they don’t. (Otherwise known as the FOMO effect.)
Example:
“Register now – limited spots left”
“Sale ends tonight”
“Don’t miss this free checklist”
Tip 4: Personalise where you can
Most email platforms let you include someone’s first name in the subject line and using it can increase open rates. People are more likely to notice and engage when it feels like the message is just for them.
Personalisation isn’t just about names, though. You can also reference past purchases, behaviours, or preferences if your platform supports it.
Example:
“Hi Sam, your booking confirmation is here”
“You left this in your cart…”
“Based on your recent download…”
Tip 5: Test what works
There’s no one-size-fits-all formula for subject lines. What works for one business or audience might not work for another.
That’s why it’s worth testing. Try sending the same email with two different subject lines (this is called A/B testing). Most email platforms let you do this easily.
Look at the open rate and click-through rate to see which one performed better and use that info to improve next time.
Testing helps you learn what your audience responds to. And it means you’re not just guessing.
Tip 6: Don’t make it clickbait
Couldn’t help myself – you know I’m all about delivering value and this additional tip is important.
We’ve all seen them. The subject lines that scream “You won’t believe what happened next!” or “This one simple trick…”. And sure, they might get clicks once. But they’ll cost you trust in the long run.
Clickbait subject lines overpromise and underdeliver. And your audience will notice. If the content inside the email doesn’t match the subject line, they’ll feel misled and that’s not a great way to build loyalty.
Be interesting, yes. Be creative, definitely. But stay honest. Your subject line should reflect what’s actually inside the email. No tricks needed.
Example:
Clickbait… “You’ve been doing everything wrong!” (…only to send a mild blog about morning routines)
Alternative: “Struggling with mornings? Here’s one small change that helped”
A sneaky 7th tip: Spend time on your subject line
More than half the decision to open an email comes down to the subject line. So, weird as it sounds, it’s worth spending more time writing your subject line than the rest of the email.
Don’t treat it as an afterthought.
Write a few versions. Say them out loud. See which one feels most natural, clear, or curiosity-piquing. That one’s usually the winner.
A final 8th tip: Proofread before you hit send
Typos in subject lines happen.
So double-check everything, spelling, punctuation, spacing. It’s a small thing, but it helps you look polished and professional (not rushed and careless).
Your subject line is the first impression. Make it a good one.
Want your emails opened more often?
Getting people to open your emails is half the email marketing battle. These subject line tips will help you stand out in crowded inboxes and get your message read.
Quick recap:
- Keep it short
- Make the benefit clear
- Use action words
- Personalise when possible
- Test different versions
- Prioritise your subject line
- And always proofread
If you want help with writing or managing your email marketing, I can help make it happen without the jargon or overwhelm.
Book a coffee catch-up and let’s talk about what’ll work best for your business.
